She might be just five years old, but she’s already scored her first big shoot. North West is one of the stars of Fendi‘s new campaign, appearing in several images and a video alongside mom Kim Kardashian, and grandmother Kris Jenner. The three generations appear in the second chapter of the Italian brand’s #MeandMyPeekaboo campaign, which celebrates the 10th anniversary of Fendi’s iconic Peekaboo bag.
“We wanted to show the most genuine and authentic aspect that is behind the people we collaborate with, and the complicity between the women of the family,” Fendi’s chief executive officer Serge Brunschwig told WWD. “We have chosen to collaborate with family-related members that have been relevant in general, as well as known as a family, from the more controversial ones, who more and more express a courageous point of view and they have a vision, to more unexpected and unexplored ones.”
— Kim Kardashian West (@KimKardashian) July 9, 2018
The visuals will be released across Fendi’s social media channels on July 11, with the soundtrack for the short campaign film supplied by North’s father, rapper Kanye West. The trio were captured in a series of Los Angeles for the candid campaign, which shows the family in an intimate, relaxed setting. That was the aim of the shoot, according to Fendi’s creative director for accessories, menswear, and childrenswear, Silvia Venturini Fendi.
“The idea was to expand the concept of family, as it’s part of our history, and we wanted other families of women,” she told WWD. “In the case of the Kardashians, they are all three of them very strong women, with strong personalities. It’s an iconic family, who is known for its appearance, but we wanted to bring more of an intimate side to the table.” The designer added that thefamily “well represent the concept I wanted to express. They are less controlled here; you can see they let loose, with emotions surfacing. You can tell by the way they look at one another, it’s clearly intimate.” This isn’t the first time the Kardashian family has teamed up for a campaign – see their #MYCALVINS shoot earlier this year – but it might claim the title of their coziest.